WHO: Heartland Boy is a young working adult who pretends to be competent in the real estate industry despite graduating with only a Business Management degree. He is a stickler for all things that represent value-for-money and has a particular weakness for his mum’s cooking.
WHAT: Heartlandboy.com is the place where you can follow the arduous journey of a true-blue heartlander who is on the elusive chase for financial independence. He has the ambition of attaining financial independence before turning forty so that he has the option to retire before society retires him prematurely.
WHERE: On weekdays, Heartland Boy can be found trying desperately to navigate the chaotic traffic in Jakarta with his elementary Bahasa Indonesia. On weekends, Heartland Boy is transported back to Singapore where he can be seen with his beloved wife feasting over local delicacies in coffee shops and gasp, hawker centers.
WHEN: It began when Heartland Girl discovered, much to her horror, that Heartland Boy had zero savings upon graduating from Singapore Management University in 2013. Forced to choose between Heartland Girl and his Prada and Hugo Boss, Heartland Boy began to increase his net worth to prove that he can be depended upon to build a strong financial foundation for his family.
WHY: Heartland Boy first learnt about financial literacy when his dad bankrupted the family with his business failure. In danger of following his dad’s footsteps of spending every single penny earned, Heartland Boy picked up the book “Secrets of a Self-Made Millionaire” by Adam Khoo. This whetted his appetite and he began to turn to the financial blogger community for more information. It was this community that showed him the various pathways towards financial independence and he was inspired to contribute and be a part of this community. Of course, documenting this journey also allows the future Heartland Boy to look back on the path travelled, and amuse himself aplenty with his 27-year old thoughts then.